Weitere ähnliche Inhalte Ähnlich wie Create More Value Through Your Healthcare Social Media Program: 10 Important Questions To Answer (20) Kürzlich hochgeladen (20) Create More Value Through Your Healthcare Social Media Program: 10 Important Questions To Answer1. Create More Value Through Your
Healthcare Social Media Program:
10 Important Questions To Answer
2. Approximately…
70,000,000 total videos on YouTube
100,000,000 YouTube videos viewed per day
13 hours of video uploaded every minute
133,000,000 blogs indexed by Technorati since 2002
900,000 blog posts every 24 hours
1,111,991,000 Tweets to date
3,000,000 Tweets each day
200,000,000 active Facebook users
100,000,000 users logging on Facebook at least once a day
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
3. Net: no one’s waiting (at least probably not) for your content
So ask yourself…
Are you worth their precious and limited time?
What’s in it for them?
And what’s in it for you?
Are your social efforts aligned with your strategic goals?
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
4. © 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
5. 1. What are your goals, and how might social fit…
thought
research leadership
public
relations
corporate prospecting
growing social & leads
awareness responsibilty
positive
brand
associations
recruitment Investor
education relations
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
6. 2. What type of community are you trying to
engage…
who are they
what problems are they trying to solve; whether
in business or their personal lives
where do they currently go for information
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
7. 3. How familiar are each of these communities
with your organization…
existing or new relationship
frequency of interactions
your reputation among them, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
8. 4. What is your niche or singular message…
where’s your expertise/your greatest value
what’s your laser-like focus that keeps fans
coming back
how obtain search traffic through your specific
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
9. 5. What’s your big-picture strategy…
thought-leader
driving category debate
education
channel for information,
knowledge, resources
entertainment
avenue for fun, memorable,
sticky experiences
empowerment
inviting audiences to participate in,
and promote initiatives
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
10. 6. How approach your content and
conversations…
type, e.g. articles, white papers,
video, presentations…
style, e.g. controversial,
interactive, descriptive…
sources, e.g. inside company,
third-party…
keywords that you want to own
guardrails
frequency
quality
legal implications
authenticity, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
11. 7. Types of outreach channels you’ll employ…
based on answers to previous questions:
what are the vehicles you'll use to gain maximum
participation; and that best support one another
how will you use traditional media to compliment and
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
12. 8. How will you resource your effort…
how much internal time and resource do you
require, e.g. content and conversations team,
technical team, research team
who will be your social face and voice, e.g. CEO,
marketing, cross-functional teams
how will you get employees on-board, e.g. internal
training and simulations
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
13. 9. What policies are in place for…
employee participation
brand consistency
handling confidential and proprietary
information
crisis situations, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
14. 10. How will you monitor progress and
performance…
ongoing internal monitoring
agreement to performance criteria
agreement to metrics
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
15. Summary
1. What are your goals and how might social media fit in?
2. What type of community are you trying to engage?
3. How familiar are each of these communities with your organization?
4. What is your niche or singular message?
5. What’s your big picture strategy?
6. How will you approach your content and conversations?
7. What types of outreach channels will you employ?
8. How will you/can you resource your social media effort?
9. What policies are in place?
10. How will you monitor progress and performance?
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
16. Trajectory
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Morristown NJ 07960
973-292-1400
www.trajectory4brands.com
Contact: Eric Brody, President
973-292-1400 x201
eb@trajectory4brands.com